Top Video Marketing Trends for 2025 and Beyond

Video has redefined today's digital landscape, making video marketing essential for tech and business-to-business brands in 2025. Keeping up with the latest video marketing trends can maximize your innovation and return on investment (ROI) while moving potential consumers further along the sales funnel. 

Here's everything you need to know about the benefits of video marketing in 2025.

Why Video Continues to Reign Supreme in 2025

Over 80% of internet traffic is expected to be used for video content by the end of 2025, showing just how significant videos have become in the digital age. TikTok, Instagram, and Snapchat continue to attract the most viewers, especially for short-form videos and reels under 90 seconds in length. 

Video content is especially lucrative from an advertising perspective, as roughly 80% of consumers admit to being influenced by videos before purchasing. Marketing videos provide potential buyers with a unique glimpse into your products, services, and operations, addressing common questions and highlighting the best features. 

Beyond social media, marketers are also taking advantage of video search engine optimization (SEO). Video content on your website and other platforms can boost your organization's visibility and engagement across Google and other search platforms, especially when using captions and keyword-heavy titles. 

The Most Impactful Video Trends Shaping 2025

Paying attention to the top video marketing trends of 2025 helps you formulate an effective video marketing guide. The best types of videos and trends boost your marketing value and your competitive differentiation, leaving lasting impressions on all potential consumers. 

Many trends, such as short-form content and artificial intelligence (AI) personalization, can even be executed quite affordably with the right approach. Charter & Co can help you scale implementation to your resources and needs. 

Short-Form, Always-On Content

Short-form videos, such as Instagram Reels, are consistently among social media's most popular types of content. This popularity is due primarily to easier accessibility, algorithm preferences, and users' attention spans. Simply put, more people are willing to watch a 30-second video than a five-minute video — and they'll be more likely to rewatch it, too. 

Ideas for short-form videos include:

• Promotional videos
• TikTok challenges, audio, and trends 
• Teaser videos for long-form content
• Short testimonials
• Behind-the-scenes (BTS) content

Taking advantage of this shorter video marketing trend is crucial for your online success, especially on social media. While some videos, such as product demos and explainer videos, will reasonably need to be longer, mixing in short-form content keeps you relevant across different social media platforms. It can also potentially lead viewers to your more substantial content.

AI-Driven Personalization & Production

Generative AI tools can personalize videos to different users' preferences and needs. For instance, an ad for an online clothing retailer could highlight products based on the previous styles and sizes the user was interested in. Alternatively, a product's backdrop could be replaced by different landscapes based on the user's location. While making these videos manually would require too much work, AI makes these video marketing strategies genuinely scalable and feasible, especially as the technology develops further. 

Shoppable & Interactive Videos

Interactive videos take a nontraditional approach to the standard video format, allowing viewers to adjust the video to view products from new angles, customize it to their preferences, and more. 

For example, shoppable videos allow viewers to click or tap on specific parts of the video, such as the shirt or pants a model is wearing. This automatically opens that product's page within the video. The potential customer can then add the item to their cart without having to move to a different page. This convenience can encourage multiple purchases from the same video.

Craftsmanship & "Slow" Content

While many social media pages benefit from producing regular, short-form videos, others benefit similarly by posting less frequent, higher-quality videos. Which strategy is most successful depends on many hard-to-predict factors, such as each platform's algorithm, your current audience, your target audience, and each video's level of engagement. 

Slowing your content creation process down to focus on the craftsmanship and artistry of the process can help your videos stand out. This is especially beneficial when working on long-form videos, as pristine execution and complex details can encourage viewers to keep watching and genuinely listen to your message. 

Building Community & Trust Through Authenticity

Video content that focuses on brand values, employee voices, and community-building can drive connections with your organization rather than with individual products or services. This marketing strategy is especially crucial in crowded B2B sectors, leaving lasting impacts on all potential clients — including those who may need to remember your company's name later on. 

Community and trust-centered content is often underutilized in tech and related industries, offering a relatively easy way to stand out from the competition. 

UGC & Employee-Generated Content

Employee and user-generated content (UGC), such as reviews and self-made testimonials, can support your brand authenticity beyond your sales pitch, especially on social media. Plus, they're often more affordable and sustainable than content produced in-house. 

These videos give potential clients an unbiased, authoritative source to learn more about your offerings from, boosting trust. For example, a potential customer may trust a user-made product demo more than an in-house demo, as it shows that your product is relatively easy for non-experts to use. 

Values-Based Messaging

Videos discussing your brand's values, principles, and community impact can further build trust with B2B clients. Even if these videos don't have direct calls to action (CTAs) beyond "learn more about us," they can still leave lasting impressions with potential partners, especially if they share similar values. A professional production team, such as Charter & Co, can offer invaluable advice about how to capture B2B attention with creative videos.

Strategy Moves that Marketers Should Make Now

Once you understand the latest trends in video marketing, you're ready to create an action plan. When crafting your video strategy, consider the latest online trends, consumer habits, your core message, your CTA, and other factors that could impact your content creation process. 

You should also incorporate trends and pain points from your specific industry. For example, tech marketers can respond to the trends discussed above using a few different practical moves:

• Using "full-funnel thinking" to appeal to all current and potential consumers

• Editing and formatting videos based on each platform's specific needs

• Planning your videos based on your budget and resources

Align with Full-Funnel Goals

The sales funnel tracks potential and current consumers based on where they are in the shopping process. Consumers at the top of the funnel are aware of your brand but may not consider it yet. Meanwhile, consumers who've reached the bottom of the funnel are loyal to your brand and actively recommend you to other clients and customers. 

Aligning your video marketing strategy with each stage of the sales funnel can keep consumers moving along the path and establish loyal, long-term customers. Of course, not every video will appeal to every part of the funnel. As a result, you'll likely need to combine different types of videos, such as testimonials, product advertisements, demos, and user-generated content, to have a full-funnel impact. 

Tracking your click-through rate (CTR), annual growth rate, and sales trends helps you identify which parts of the funnel potentially need more attention. Charter & Co can streamline production, strategize your marketing content around the full funnel, and offer other key marketing tips for video content.

Platform-Specific Editing & Distribution

Your video's format, such as its length and aspect ratio, can significantly impact its success across different platforms. For example, while long-form, horizontal videos still thrive on YouTube and LinkedIn, your Instagram, TikTok, and Facebook campaigns will benefit significantly more from short-form, vertical videos. 

Vertical videos generally follow a 9:16 aspect ratio that fills up most of the phone screen without the user having to flip it horizontally. They're more convenient for viewers to watch and, because of that, more popular on most platforms. In fact, most social media apps with video features, such as Instagram Reels, prioritize vertical videos over other options. 

If your video is already horizontal, such as a testimonial you initially made for your website, consider options for making it vertical. For instance, you may be able to seamlessly crop and zoom the footage around the subject with the assistance of Charter & Co's professional post-production team. 

Beyond the format, you should also consider key distribution variables, such as the time you post the video, your caption, and how you engage with the video after posting it. Videos posted with detailed, keyword-heavy captions often perform better on most social media platforms. However, the best time and day to post depends on your unique audience, requiring you to track each social media app's user analytics. 

Budget-Conscious Creativity

A smaller budget only limits your creative potential if you let it. Many artists and video teams do their best work on tight budgets that force them to think outside of the box. The experts at Charter & Co can help you plan high-quality videos that clearly deliver your message without breaking the bank. 

Future-Ready? Partner With Charter & Co

The future of video is fast, personalized, immersive, and deeply human. AI is revolutionizing video marketing trends and content creation processes, but storytelling and connection remain core. Marketers who adapt early to new trends and pain points will lead the conversation and win the audience.

Get your head start today by teaming up with Charter & Co.